A license is an agreement through which a licensee leases the rights to a legally protected piece of intellectual property from a licensor – the entity which owns or represents the property — for use in conjunction with a product or service. Licensing is defined as the process of leasing a trademarked or copyrighted entity (known as a “property”) for use in conjunction with a product, service or promotion. The property could be a name, likeness, logo, graphic, saying, signature, character or a combination of several of these elements.

Heineken, one of the world's leading international brewers, has announced a partnership with Italian Sportswear brand Kappa for a limited-edition, six-piece capsule collection. This collaboratio...

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Heineken®, one of the world’s leading international brewers, has announced a partnership with Italian Sportswear brand Kappa® for a limited-edition, six-piece capsule collection. This collaboration marks ninth year of the brewer's highly-anticipated #Heineken100 program that commemorates and continues the conversation following the World Cup, by partnering two global iconic brands that share a rich heritage of supporting soccer style and culture. As the longest running and most premium product collaboration in the beverage space, #Heineken100 continues to partner Heineken with the most innovative names in retail to develop limited-edition, co-branded products that are seeded to the 100 most influential beer drinkers of the world. “The #Heineken100 program continues the brand’s tradition of creating luxury products that our consumers love – helping Heineken stay relevant amongst the most influential groups in culture,” said Felix Palau, Senior VP of Marketing for Heineken USA. “The partnership with Kappa® is a natural fit and we couldn’t be more excited about it as the brand shares our passion for soccer and sphere of cultural influence.” The 2018 #Heineken100 collection includes tracksuit, Jersey Set, Duffle priced between $75.00 to $200.00. “The world’s largest soccer tournament is over, but Heineken and Kappa are still here continuing both brands’ rich history of collaboration and support of soccer style and culture,” said Dre Hayes, Co-Founder of The Foundation – Kappa USA®’s partner company. “We’re thrilled to partner with Heineken on this year’s #Heineken100 program to bring our consumers a stylish, luxury collection that is simultaneously trending and timeless.” For the second time in the history of the nine-year program, the #Heineken100 products will be available for consumers 21 and older to purchase exclusively at STADIUM GOODS – the world’s premier streetwear marketplace. The pop-up provides the perfect home for the collection as it pairs the innovative retail shop with equally groundbreaking #Heineken100 program. “This year’s collaboration between Heineken and Kappa highlights the refined taste and passions of both brands’ consumers through a luxury capsule collection that lives at the intersection of sports and high-fashion,” said Coltrane Curtis, Founder and Managing Partner of Team Epiphany, the culture-first marketing agency that birthed the #Heineken100 program. “While many brands attempted to join in on the conversation during the world’s largest soccer tournament, few have the connection to soccer style and culture like Heineken and Kappa authentically have.” Last year, Heineken partnered with the iconic Japanese Streetwear brand A Bathing Ape to produce one of the most celebrated collaborations of 2017. Previous #Heineken100 partners have included TUMI, Public School, Garrett Leight, Union Los Angeles, Parabellum, Mark McNairy, KITH and Neighborhood Japan, among others.

A license is an agreement through which a licensee leases the rights to a legally protected piece of intellectual property from a licensor – the entity which owns or represents the property — for use in conjunction with a product or service. Licensing is defined as the process of leasing a trademarked or copyrighted entity (known as a “property”) for use in conjunction with a product, service or promotion. The property could be a name, likeness, logo, graphic, saying, signature, character or a combination of several of these elements.

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